Perceived impact of information signals on opinions about gluten-free diets

Understanding how people assimilate different types of information for food choices is integral to improving knowledge about diet and human health. This study evaluates the impact that 10 information signals have on the perceived healthiness of gluten. Signals include non-social signals such as personal eating experiences, scientific studies, and advice from doctors, but also includes social signals such as recommendations from attractive people, social media, the layout of a grocery store, and celebrities. An online survey of over 1,000 Americans is administered using indirect questioning where subjects are presented with a hypothetical other person and asked how the various signals would impact that person’s opinion of gluten-free diets. Results show that advice from an attractive person is thought to have a slightly larger impact than reading about a new study regarding gluten, and seeing a grocery store develop a new gluten-free section has a larger impact than learning a celebrity consumes a gluten-free diet.